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Analyzing customer satisfaction: users perspective towards online shopping

Author

Listed:
  • Urvashi Tandon
  • Ravi Kiran
  • Ash Sah

Abstract

Purpose - This study aims to identify and analyse the key determinants influencing customer satisfaction towards online shopping in India. Design/methodology/approach - The literature concerning major attributes of website functionality, perceived usability, perceived usefulness and customer satisfaction in online retailing were reviewed. Data were collected from 365 respondents active in online shopping for examining the constructs. The model was empirically tested using structural equation modelling. Findings - The findings of the study reveal that perceived usefulness and website functionality have a positive impact on customer satisfaction, whereas perceived usability had a significant but negative impact on customer satisfaction. Practical implications - This research will help online retailers to attract and motivate new customers for online shopping and existing customers to extend it in their daily purchase. Online retailers can improve post purchase satisfaction and eventually increase online customers. Originality/value - This is one of the preliminary study dealing with customer satisfaction towards online retailing in India. The scale has been extended to include items like satisfaction with cash on delivery mode of payment not included in previous scales. The scale of perceived usefulness has also been deepened by adding time performance, product performance and promotional performance.

Suggested Citation

  • Urvashi Tandon & Ravi Kiran & Ash Sah, 2017. "Analyzing customer satisfaction: users perspective towards online shopping," Nankai Business Review International, Emerald Group Publishing Limited, vol. 8(3), pages 266-288, August.
    • Handle: RePEc:eme:nbripp:nbri-04-2016-0012
    DOI: 10.1108/NBRI-04-2016-0012
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    Citations

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    Cited by:

    1. Goh Mei Ling, 2021. "Customer Satisfaction towards Mobile Food Delivery Apps during Covid-19 Pandemic," GATR Journals jmmr281, Global Academy of Training and Research (GATR) Enterprise.
    2. Alexander Joseph Ibnu Wibowo, 2021. "Outcomes of Perceived Online Webshop Quality: Empirical Evidence," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 149-164.
    3. Piruni A. Deyalage & Dushyantha Kulathunga, 2021. "Factors Affecting Online Customer Satisfaction: The Sri Lankan Perspective," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(2), pages 1-99, July.
    4. Jiayue Guo & Wenqian Zhang & Tiansheng Xia, 2023. "Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust," Sustainability, MDPI, vol. 15(8), pages 1-16, April.
    5. Muhammad Zhafir AFIF & Prawira Fajarindra BELGIAWAN & Muhamad Abdilah RAMDANI, 2022. "Are Gamers Satisfied with Their Money Spent on Virtual Goods in Online Games? Understanding Gamers Satisfaction based on Perceived Values and Purchasing Motivation," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 7(2), pages 119-140, June.
    6. Gulfraz, Muhammad Bilal & Sufyan, Muhammad & Mustak, Mekhail & Salminen, Joni & Srivastava, Deepak Kumar, 2022. "Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Kim, Changju & Kim, Woonho & Nakami, Shinya, 2022. "Do online sales channels save brands of global companies from consumer boycotts? A geographical analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    8. Goel, Pooja & Parayitam, Satyanarayana & Sharma, Anuj & Rana, Nripendra P. & Dwivedi, Yogesh K, 2022. "A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping," Journal of Business Research, Elsevier, vol. 142(C), pages 1-16.

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